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- Andersson K, Pernille
(författare)
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Changing the servicescape : The influence of music and self-disclosure on approach-avoidance behavior
- 2013
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Licentiatavhandling (övrigt vetenskapligt/konstnärligt)abstract
- The purpose of this thesis is to investigate and understand the effect of a servicescape’s ambient and social conditions on consumers’ Approach/Avoidance behavior in a retail context. More specifically, this thesis investigates the effect of music (ambient stimuli) and employees’ self-disclosure (social stimuli) on consumers’ Approach/Avoidance behavior in a retail store. Paper I comprised two experiments. Experiment 1 investigated the influence of the independent variable No music/Music. Likewise, experiment 2 studied the influence of the independent variable No music/Slow-tempo music/Fast-tempo music. The dependent variables in both experiments were pleasure, arousal, and the resulting Approach/Avoidance behavior. Paper II investigated the influence of the independent variable self-disclosure. The dependent variables were Approach/Avoidance behavior, measured by pleasure, arousal, liking, satisfaction, and reciprocity. The conclusions of this thesis are that both ambient and social stimuli in a servicescape affect consumers’ internal responses, which in turn affect their behavior. Depending on the situation (type of purchase), retail (bank, supermarket, or electronic retail store), and stimuli (ambient or social), the internal and behavioral responses are different.
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- Andersson K, Pernille
(författare)
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Changing the servicescape : The influence of music, self-disclosure and eye gaze on service encounter experience and approach-avoidance behavior
- 2016
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- The purpose of this thesis is to investigate and understand the effect of a servicescape’s ambient and social conditions on consumers’ service encounter experience and their approach/avoidance behavior in a retail context. In three papers, with a total sample of over 1600 participants (including 550 actual consumers) and seven experiments, the author investigates the effect of music (ambient stimuli), employees’ self-disclosure (verbal social stimuli) and employees’ gazing behavior (nonverbal social stimuli) on consumers’ service encounter experience and approach/avoidance behavior in a retail store.Paper I comprised two experiments, and the aim was to investigate the influence of music on emotions, approach/avoidance behavior. Paper II comprised two experiments, and the aim was to investigate the effect of frontline employees’ personal self-disclosure on consumers’ reciprocal behavior. Paper III comprised three experiments, and the aim was to investigate the influence of employee’s direct eye gaze/ averted eye gaze on consumer emotions, social impression of the frontline employee and encounter satisfaction in different purchase situations.The results in this thesis show that music affects consumers in both positive and negative ways (Paper I). Self-disclosure affects consumers negatively, in such a way that it decreases encounter satisfaction (Paper II) and, finally, eye gaze affects consumers by regulating both positively – and in some cases also negatively – consumers’ social impression of the frontline employee and their encounter satisfaction (Paper III).The conclusions of this thesis are that both ambient and social stimuli in a servicescape affect consumers’ internal responses, which in turn affect their behavior. Depending on the purchase situation, type of retail, and stimuli, the internal and behavioral responses are different.
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- Andersson K, Pernille, et al.
(författare)
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Let the music play or not: the influence of background music on consumer behavior.
- 2012
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Ingår i: Journal of Retailing and Consumer Services. - Amsterdam : Elsevier. - 0969-6989 .- 1873-1384. ; 19:6, s. 553-560
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Tidskriftsartikel (refereegranskat)abstract
- This study concerns the effect that music has on consumer behavior in two different retail contexts during regular opening hours. Two studies were conducted in a field setting with consumers (N=550). Consumers were recruited to answer questions regarding behavioral measures, attitudes, and mood during days when background music was played. The conclusions from the two studies are that music affects consumer behavior, but also that the type of retail store and gender influences both the strength and direction of the effect
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- Andersson K, Pernille, et al.
(författare)
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The effect of frontline employees' personal self-disclosure on consumers' encounter experience
- 2016
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989 .- 1873-1384. ; 30:May, s. 40-49
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to investigate how frontline employee self-disclosure influences consumers’ reciprocal behavior. To investigate the effects of frontline employee self-disclosure, two experiments were conducted with a total sample of 475 participants. The results show that when frontline employees disclose personal information in one-time encounters, they are perceived as less competent and more superficial. The results also show that self-disclosure negatively affects reciprocal behavior, but that this is mediated through liking, competence, superficiality, and satisfaction. These findings suggest that it is not always beneficial for employees to use self-disclosure as a strategy for garnering a consumer's trust or satisfaction, which counters previous research that suggest that disclosure of personal information is a good way to positively influence consumers in the retail environment.
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- Andersson K, Pernille, et al.
(författare)
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The effect of gaze on consumers’ encounter evaluation
- 2016
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Ingår i: International Journal of Retail & Distribution Management. - : Emerald Group Publishing Limited. - 0959-0552 .- 1758-6690. ; 44:4, s. 372-396
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The research concerns the effect of frontline employees’ averted or direct gaze on consumers’ evaluation of the encounter. The purpose of this paper is to demonstrate that in normal interactions, a direct or averted gaze affects people’s evaluation of others. The question was whether this finding would hold true in commercial interactions.Design/methodology/approach – The authors conducted three experiments using a written scenario with a photograph among a total sample of 612 participants.Findings – This research showed that consumers’ social impression of the frontline employees mediated the effect of the employees’ gazing behaviour on consumers’ emotions and satisfaction with the encounters. The findings also showed that averting gaze had a negative effect on consumers’ first impression of the frontline employee, which affected consumers’ satisfaction with the encounter. The findings also showed that a direct gaze had a negative effect on encounter satisfaction when consumers sought to purchase embarrassing products.Originality/value – The research demonstrated that the effect of gaze on encounter satisfaction was mediated by the social impression and moderated by consumers’ approach/avoidance motivation.
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